Giving a gift to make up after a fight often does not have the intended effect. Receivers often remain angry after receiving a gift, even if the giver chooses the more expensive bouquet or dinner. Saying sorry works better, concludes PhD candidate Laura Straeter of RSM. Products that are consciously marketed by the manufacturer as a "making up gifts" may also be valued less by consumers, according Straeter's thesis 'Interpersonal Consumer Decision Making'.